너무 맛있는데 다신 가고 싶지 않은 식당
몇일 전, 갑자기 태국 요리가 땡겼다.
구글맵에 검색해보니 마침 근처에 평점이 높은 곳이 있어 가보기로 했다. 주차장이 있는지 궁금했는데 구글맵에는 정보가 없었다. 가게 근처에 전용주차장이 있을지도 몰라서 일단 향했는데 아무래도 없어보였다. 할 수 없이 차도를 빠져나와 근처 주차장을 찾았다.
가게는 스테인리스를 메인으로, 네온간판을 포인트로 활용한 감각적인 인테리어였다. 화장실도 깔끔하고 면봉과 가글 등 작은 부분까지 세심하게 신경쓴 듯 보였다. 홀 서빙하시는 분도 친절하고 무엇보다 요리가 정말 맛있었다.
하지만 다신 안 갈 것 같다.
주문을 하려는데 1인 1드링크 주문이라고 했다. 우리 부부는 둘 다 술을 안 마셔서 늘 물을 부탁하는데, 오랜만에 마주한 1인 1드링크에 조금 당황했다. 하지만 밤에 영업하는 가게는 그런 곳들이 많기에 그러려니 했다.
가게에는 우리 말고 2팀이 더 있었다. 한참을 기다려도 우리 음식은 나오지 않고 다른 2팀의 테이블에도 음식이 보이지 않았다.
얼마의 시간이 지난 후, 大変お待たせしました (오래 기다리셨습니다) 라는 말과 함께 옆 테이블의 음식이 나왔다. 우리가 오기 전부터 있던 사람들의 음식이 지금 나오면 우리꺼는 언제쯤… 하는 생각이 들었다.
드디어 우리 음식이 나왔다.
작은 치킨이었다. 안 시켰는데? 에피타이저인가하며 오랜만에 순진한 생각을 했다.
일본의 술집에는 お通し라고 주문하지 않아도 자동으로 나오는 에피타이저가 있다. 물론 공짜가 아니다. 처음 접했을 땐 시키지도 않은 게 나오고 계산하려보니 금액이 추가돼있어서 놀랐지만, 뭐 모르던 것은 아니라 이것도 그러려니 했다.
다행히 요리가 꽤 맛있어서 만족스럽게 먹고 계산을 하려 직원분을 불렀다. ‘요리는 어떠셨나요? 맛있게 드셨어요?’ 라고 말을 건네왔다. 맛있었다 외엔 어떤 말도 할 수 없는 질문이었다.
주차장에 돌아가니 요금이 나왔다. 무료 시간이 지나버렸기 때문이다. 다른 식당은 주차요금을 주는 곳도 있어서 이 가게는 요리가 느린데다 주차요금도 주지 않는다는 생각이 들었다.
이 가게는 분명 괜찮은 가게였다. 요리도, 인테리어도, 청결상태도, 직원도 모두 문제없었다.
하지만 예상치 못한 것들이 너무 많았다. 우리보다 먼저 온 테이블에도 음식이 없는 상황에 우리 음식은 언제쯤 나올까. 기다리는 동안 마실 생각이 없던 음료를 마시고, 먹을 생각도 없던 작은 치킨 조각을 먹었다. 다 먹고 나오니 주차비를 내야 했다.
피드백은 지루한 일도 지속하게 만든다
김경일 교수의 ‘마음의 지혜’라는 책에서 재밌는 구절을 발견했다.
재미나 쾌감, 보상없이도 특정 행동을 ‘반복’하고 ‘몰입’시키는 방법이 있다. 바로 ‘피드백’이다.
적절한 타이밍에 적절한 내용으로 피드백이 주어지면 단순하고 지루한 행동도 지속할 수 있다. 상품이나 서비스의 질이 달라지지 않아도 고객의 만족도를 높일 수 있다고 한다.
여기서 ‘적절하게’란, 고객의 출발점은 어디고 종착지는 어디인지, 무엇을 해야 하고 지금 어디쯤 와 있는지를 명확하게 알려주는 것이다.
또 하나, 고객과 직접 대면하는 양을 줄이고 피드백의 양을 늘리면 비슷한 효과를 볼 수 있다.
우버택시는 어플로 목적지를 입력하고 결제까지 완료하는 시스템이다.
내 주변에 탈 수 있는 택시가 얼마나 있는지, 내 주문을 받은 택시는 지금 어디쯤 오고 있는지 어디서 멈춰있는지 실시간으로 볼 수 있다. 택시를 찾으려 두리번거리고, 기사님께 직접 목적지를 말하고 결제하는 일련의 소통이 사라졌다. 목적지를 말하면서 시작되는 불필요한 대화도 사라졌다.
택시가 오기를 기다리는 시간과 이동시간은 하고 싶은 것에 집중할 수 있다. 잠을 자도 되고, 책을 읽어도 되고, 스마트폰을 뚫어져라 쳐다봐도 된다. 세세하고 친절한 피드백 덕분에 상황을 예상할 수 있다. 상황의 주도권이 고객에게 넘어가고, 고객은 스스로 선택할 수 있다는 것에 만족감과 안정을 느낀다.
우버이츠, 쿠팡이츠, 배달의 민족도 모두 비슷한 구조다.
2개의 치과가 있다고 상상해보자.
오늘 어떤 치료를 할지, 어느 타이밍에 따끔하는지, 어느 타이밍에 소리만 들어도 무서운 기계를 쓰는지 알려주지 않은 채 묵묵히 치료에 집중해주는 선생님이 있는 치과 A.
치료의자에 눕자마자 오늘은 이거이거 할 거구요. 조금 아플 것 같을 때, 기계 바꾸기 전에 다 말씀드릴게요. 라고 말해주는 선생님이 있는 치과B.
어느 쪽에 가고 싶은 지는 이미 정해져있을 것이다.
인간이 가장 두려워하고 피하고 싶은 심리는 ‘불안’이라고 한다.
불안은 알 수 없는 것, 예측할 수 없는 불확실함에서 온다.
그 불확실함을 타개할 세세하고 적절한 피드백이 사랑받는 것은 어쩌면 당연할 일이 아닐까.
좀 더 나아가면, 직접 세세한 피드백을 하기보다 넘쳐나는 기술을 활용해 어떻게 촘촘하게 자동화하느냐가 고객 만족의 관건일 듯 싶다.
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